JOHNSON CITY, Tenn. (Dec. 7, 2021) – Today’s leaders in business require creative and diverse professionals with crossover skills in marketing, media and film, but there is a significant talent gap. To answer this call, Brand Storytelling and East Tennessee State University, along with several global industry sponsors, have stepped up to bridge the education and diversity gap with a first-ever professional certification program.
The Brand Storytelling Brand Film Certification is a 100% online professional certification
taught by industry leaders connected to Brand Storytelling’s world-class network of
professionals in media, production, marketing, advertising, culture and entertainment.
The certification will appeal to industry professionals and recent college graduates
looking to better understand the intersection of business, brand and film, ETSU officials
said. The first Brand Storytelling Certification cohort begins Jan. 31, 2022, with
five additional cohorts launching throughout 2022.
“Today, our industry is propelled by consumer behavior and forward-thinking brands,”
said Rick Parkhill, founder of Brand Storytelling. “Led by our core mission of education,
the Brand Storytelling community is in a unique position to grow, cultivate and inspire
the next generation of brand storytellers through innovative education that they know
is taught by professionals in the industry.”
This innovative certification is sponsored by Discovery, Southwest Airlines, Intel,
Univision and BODYARMOR, alongside leading brand storytelling production house UM
Studios. The involvement and support of these leading companies grounds the program
in the real world of brand-funded entertainment, officials at ETSU said, giving program
participants the opportunity to get actionable, hands-on experience they can apply
upon the completion of their certification.
![image for Industry leaders lend experience and insight](/etsu-news/2021/12-december/pictures/storytellingcard.png)
Sponsors support immersive scholarships, valued at $2,000 each, granted to diversity,
equity and inclusion students to participate in the immersive program. Scholarships
provide opportunities for direct interaction and mentorship with sponsors, faculty
and advisors. These scholarships help foster greater opportunities for students and
professionals looking to advance their skills in brand storytelling while brands get
access to emerging talent.
“We are so proud to participate in a program that provides amazing opportunities
for professionals from diverse backgrounds,” said Patrizio Spagnoletto, chief marketing
officer for Discovery. “This program also serves to help participating sponsors like
us to identify the next generation of media production and marketing leaders.”
Parkhill and Dr. Stephen Marshall, ETSU professor and chief marketing officer for
the ETSU Research Corporation, recognized brand storytelling industry needs for ongoing learning and saw a collaboration
opportunity between their organizations. By supporting the industry-focused program
through a university, the Brand Storytelling Certification perfectly blends industry
expertise with academia’s prestige, they said.
“The worlds of marketing, media and film continue to merge in what is still considered
new territory,” said Marshall. “Partnering with industry to innovate education outcomes
and diversity needs is central to the ETSU Research Corporation’s environmental, social
and governance mission. We are proud to power this professional credential with world-class
education experiences. Professionals from around the world can take this virtual course,
and outcomes will build a diverse community of brand storytellers.”
The certification course will feature some of today’s most influential names in brand
storytelling as instructors: Marc Battaglia, co-founder of Story + Strategy and former
global executive creative director for Marriott International; Brian Newman, founder
of Sub-Genre brand consulting agency; Marcus Peterzell, chief executive officer of
Passion Point Collective entertainment marketing agency; and Dawn Reese, senior vice
president and managing director of UM Studios.
Additionally, instructors will bring a variety of guest presenters from their own
professional networks to speak. These guest presenters will broaden the academic scope
and provide further industry knowledge to benefit students’ understanding of brand
film.
As part of the Brand Storytelling Certification, each student will develop a capstone
project at the conclusion of the program that answers a request for proposal by a
brand partner. The projects will feature detailed responses to real-life challenges
and needs from the partner.
“The Brand Storytelling Certification is one of the most comprehensive and innovative
industry programs available,” Battaglia said. “Its specific focus on brand film and
entertainment makes it not only unique but supports how today’s industry is evolving.
Featuring top industry experts, the program includes hands-on experiences, collaboration
and networking opportunities powered by Brand Storytelling, a thought leadership organization
with the mission to support, educate and inspire brand-funded content.”
Brand Storytelling and the ETSU Research Corporation will host six Brand Storytelling
Brand Film Certification cohorts throughout 2022.
Learn more about the certification and application process at brandstorytelling.tv/certification.
For more about Brand Storytelling, visit brandstorytelling.tv. Visit etsurc.org to learn more about the ETSU Research Corporation.